How to compose a media mix to win an electoral campaign? proposing a framework for political marketing
This article addresses the issue of composing different media to send an integrated message to the voters in electoral campaigns and presents a framework for managing media in political marketing. The authors conducted deep interviews with strategy developers of the past presidential elections as we...
- Autores:
-
Tajaddod Alizadeh, Mehrnaz
Reza Saeidabadi, Mohammad
Khajeheian, Datis
- Tipo de recurso:
- Fecha de publicación:
- 2021
- Institución:
- Universidad EAFIT
- Repositorio:
- Repositorio EAFIT
- Idioma:
- eng
- OAI Identifier:
- oai:repository.eafit.edu.co:10784/30982
- Acceso en línea:
- http://hdl.handle.net/10784/30982
- Palabra clave:
- Election
Electoral campaigns
Political marketing
Media management
Political communication
Elecciones
Campañas electorales
Marketing político
Gestión de medios
Comunicación política
- Rights
- License
- Copyright © 2021 Mehrnaz Tajaddod Alizadeh, Mohammad Reza Saeidabadi, Datis Khajeheian
| Summary: | This article addresses the issue of composing different media to send an integrated message to the voters in electoral campaigns and presents a framework for managing media in political marketing. The authors conducted deep interviews with strategy developers of the past presidential elections as well as two parliamentary elections in Iran to extract the strategy development process for delivering the campaign message to the target audiences. thematic analysis used for analysis of data and interviews coded in three levels of open, axial and selective. The paper suggests a sequence of audience, message and media to launch a successful campaign within a framework that starts with campaign structure and strategy and accomplished with economic effectiveness measuring and success rate. |
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